1. Trade Shows: Time to Light up Your Skills
Trade show is one of the marketing procedures where there is a chance of displaying
your products and services at the same and that also on a bigger stage. Though, the practice
has not got phenomenal response yet the investors are not pushing back to cut the amount
they spend on the shows.
I will not say that trade show is a bad idea or it affects the funds, but making it into the act
is not that possible also. Hence this article will give you some tips and tricks to make your
trade show more effective and fruitful.
Do Thorough Research
Before starting anything first you need to have proper research. If you have access to the
registration list, analyze it. Look up registrants on LinkedIn. Develop a list of targets you
want to seek out during the event. Along with research the sponsors, too. They should also
be a part of the event so that you will get more exposure.
Creatively Partner With Event Organizers
If you’re holding an educational or social event, brainstorm with them to see how they can
help you attract more and better attendees. This can be started from pre-mailing to the
targeted audiences you are looking. Negotiate support before signing contracts to
minimize costs and maximize opportunity.
Get Involved With The Event
Do not act like statues at a booth. Try to take part effectively so try to attend few sessions. It
will help you build relationships and you will be able to strike up more relevant
conversations if you just sat through the same keynote. Best of all, the conference will be
more fun and you’ll learn a lot more.
Provide Value, Not Trinkets
Understand the value of time. Remember, listeners seek knowledge so that they can share
with others. Provide what they really can use: resources to drive their business to the next
level – whether that’s a strategic piece of content, a tool or an opportunity to network with
their peers.

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Focus Only On Those Who Have Expressed Genuine Interest
Going through all won’t be possible neither it would be fruitful. Instead of focusing the
mass, grab your attention to those who wants to listen and have genuine interest on you
and your service or product. Don’t care about those who don’t care about you and products.
Promptly And Professionally Follow Up
Before the event even begins, be ready to follow up. Prepare a brief, customizable email
template to send out immediately afterward. It can come directly from the sales
professional who spoke with the prospect, or it could reference the conversation and any
key information you were able to capture. If the prospect doesn’t respond, follow up with a
thoughtfully scripted phone call where you position yourself as a resource they can turn
to when they are ready to talk. Don’t stalk and don’t be pushy, but do be responsive and
close the loop. And be absolutely sure that only one person is doing the follow up.
Track And Measure The Results
After the follow-up emails have been sent and calls have been made, note how many are
still in your marketing and sales funnels, and how many deals closed. Monitor this
throughout the year to determine whether the trade show is worth investing in the next
time.
These were some of the ideas that I have discussed with you guys. If you have some other
ideas or even better ideas and ways then please feel free to comment and suggest some of
the other great ideas. Keep blogging and keep sharing. Cheers!
Resources
www.b2bmarketingzone.com
http://www.thomsondata.com
About the Author
John Duff is a published author and senior marketing manager for Thomson Data, a data
management company that has helped sell thousands of software products on a global scale.
With over 11 years of experience in online marketing techniques, John has authored articles
for several leading business journals, worldwide.